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AdvertisingAge – CMOs Asked to Align Corporate Culture With Brands

In the past CMOs were mainly responsible for marketing brands to the outside world. Today’s CMOs are also being asked to improve the internal corporate culture that shapes those brands, reports AdvertisingAge. Why? According to a recent survey of 80 senior marketing leaders by Egon Zehnder, 95% believe that a company’s perceived culture affects consumer buying decisions. But only 60% thinks that their organization’s culture supports their brand. Culture is “a topic that CMOs are struggling with,” confirms Rory Finlay, who co-leads Egon Zehnder’s Chief Marketing Officer Practice with his colleague Dick Patton. “It’s a hard thing to define and it’s a hard thing to talk about, but it’s increasingly becoming more important,” adds Finlay. The CMO increasingly needs to: “be an active leader of a company’s culture” because companies are “meshing with the marketplace in much more friction-free, seamless ways,” explains Patton.